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Digital SEO strategy: What you should consider Fabric

Digital SEO strategy: What you should consider

28th Feb // 2014

What key elements make up a solid digital SEO strategy? It is in the strategy that you can start to create a successful SEO campaign, but there are many elements that are required to get any SEO drive off the ground.

Digital marketing can feel like a somewhat murky world because it comprises of so many parts. A world class online marketer will have to be an all-rounder, and an expert in every field to make it to the top.

Think of an all-rounder in cricket, who is adept at batting, bowling and fielding. The digital marketing equivalent will be an expert at all of these and also be knowledgeable in grounds keeping, ticket sales, umpiring and know how to get the crowd going. He may even have to build the stadium in the first place.

Here's a simple formula that can start to make things a bit clearer when thinking about a digital SEO strategy (although I admit it is very simple).

Great content = links and web traffic = increased website page rank = higher search position = even more clicks = a better conversion rate = sales/action.

Everything comes down to money, and we digital marketers ensure everything is set up to ensure a website is optimised to make as much as possible.

That formula is at the core, with branches including social signals, PR, link juice, on-site optimisation and so many other factors rounding it all off.

If the trunk of a tree is your website, then every branch and twig is a factor of digital marketing that helps contribute to that tree.

Digital marketing tree


Think of the tree in reverse. That tiny twig on the highest branch could be something as small as using an alt tag in an image. That small twig is attached to a larger twig that could be the keywords used in that alt tag. Then that larger twig reaches a branch that is the loading speed of your website, and that branch sprouts into the trunk of the tree and your website.

But how many large branches does a tree have? Lots. How many factors dictate the success of a website? Again, lots.

Now that I'm all metaphored out (and that last one was a bit strenuous to say the least), lets move on.

How does it all link within a digital SEO strategy


The bedrock of what we do, the cornerstone of why we do things and the overall goal of most campaigns.

SEO is so important because organic sales are extremely powerful, potentially high in volume and relatively cheap to capitalise on.

There are hundreds of factors that combine to determine your SERP position, including content quality, page load speed, link juice, relevancy, page rank and even social signals, and each factor must be considered when creating your digital SEO strategy for the coming 12 months.

So to capitalise on those thousand people searching every month for your product, your digital marketing strategy has to encompass many things. It needs to have a well run and established social campaign that covers Facebook, Twitter, perhaps LinkedIn and Instagram, but certainly Google+.

You then need a content marketing strategy to produce the words that will drive the traffic and make the search engines take notice. You will also need that content to build the links, either through guest posting or people linking to your clients or agencies blog.

What next? Oh yes. Page speed and technical on-page stuff. Your website content needs to be optimised for what ever keyword(s) it is you are targeting. There needs to be the right density of keywords on each page, with the same phrase included in the titles, meta description and H2 titles across the page.

And if your images are too large and reduce the page load speed, Google will likely relegate your page to the graveyard that is page two of the SERPs and beyond.

A good way to evaluate whether your website is optimised to perform well is to simply look at its pages and think: “Is this a great looking website? Is the content fresh and unique? Is this website easy to navigate?”

Answer yes to the above three questions and there is a good chance your digital SEO strategy may succeed.

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Penned by Arthur Wilson in Digital Marketing